Nescafe Marketing Strategy

CHAPTER 2:

CONSUMER CENTRIC MARKETING STRATEGY:

MARKET ANALYSIS:

 Consumer Insight and Development:

Nescafe 's main purpose is to capture the whole hot beverage market of Pakistan because people in Pakistan are huge drinkers of tea. Nescafe did full research before entered in the Pakistani market. They first introduced Nescafe Classic with a slogan 'Start your day with the first sip of Nascafe Classic ' and targeted the youngsters of Pakistan. Not long ago Nescafe observed the change in culture that coffee is more consume by students and young prefessionals, for them they launched Nescafe 3in1 sachets which is easy to make, convenient to keep anywhere and take with you everywhere.

By introducing two different variants Nescafe successfully

Nescafe is striving to become best in the Pakistani market. Nescafe knows very well what their customers want from them. Plus Nescafe for the first time use one visual identity all our world and one slogan 'It all starts with Nescafe ' to show unity. By keeping consumers choice in mind Nescafe introduced their variant Nescafe Cold Coffee for hot and long summers and helps you to stay cool in hot summers. Technology is growing day by day, and Nescafe aware of the fact that if we don 't want to loose our leadership position in the world market we need to be innovative. Nescafe Dolce Gusto is launched on 7th November, a modern coffee maker that gives you cafe like coffee taste and easy to operate.

 Company Analysis: swot analysis

Strengths:

• NESTLE is a strong brand name

• Its market campaign is outstanding and interesting

• Their product is expand into different flavor and piece accordingly

• High financial position

• Good reputation in the market globally

• Its marketing P’s is impressive .like promotion ,pricing ,placement and product strategies are outstanding

• Health conscious product are made which have nutritious value

• Their good quality which made them different

Weakness:

• Some people who are health conscious avoid

Lifestyle:

Lifestyle segment is most important among other segments. It usually involve people according to their interest, believes, values and opinions. There is no one standardized lifestyle model despite of that market segmentation firms and advertising firms are constantly advertising new product line and categories that helps in targeting ultimate consumers for their desired products.

2. Social class:

Social class varies depending upon the buying power of individual or a segment and is affected by the background of consumers his buying habits as well as his income. Brands like Gucci, Apple, and Longines will always target upper class that is sec A because they know their buying capability and their capacity to buy. Thus consumer will always buy those things that maintain their social class which help them in keeping in mind both – lifestyle as well social class.

3. AIO – activity, interest and opinions:

AIO method helps in psychographic segmentation. It usualy tells of what are people interest and how they are thought processing. This could be deduced by series of questions asked to consumers by market researchers which will result in knowing consumer psychographic